Intergrated Marketing Communications 2013
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Intergrated Marketing Communications 2013
IMC articles relative to Customer Engagement, Integration and Brand Management
Curated by Johnny Price
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Yahoo, Samsung promote consumer engagement with interactivity platform

Yahoo, Samsung promote consumer engagement with interactivity platform | Intergrated Marketing Communications 2013 |
Yahoo and Samsung broaden their partnership to provide interactive, realtime television content.
Johnny Price's insight:

Two technology giants Yahoo and Samsung have teamed up combining their technologies to develop and promote consumer engagement. Through direct marketing, Samsung with their Smart TV technology and Yahoo's Broadcast Interactivity platform enables customers to react to content and advertisments in real time. This provides an opportunity to both the marketers and consumers enabling a direct response to television material. 

Samirah Bhamji's curator insight, March 12, 2014 8:05 PM

This article sums up pretty well how companies keep progressing in technology and how they keep improving and developing their skill sets over the years of their business. As it states in the article Yahoo and Samsung have experimented with the technology and bringing some advertisers through the system. Showing an upside opportunity for them and bringing a message to people in real time while they're experiencing content and advertising. I think it's a tremendous new opportunity for advertisers and marketers because it enables a direct response to a television commercial. Also giving an insight to future advertising and any gaps shown in the media market giving an opportunity for new content. 

Morgan Fletcher's curator insight, March 25, 2014 6:16 PM

this is a great opportunity for yahoo and samsung to broaden their partnership and offer something awesome to both the advertisers and marketers and also to the consumers that get to experience this

C hu ck's curator insight, May 14, 2014 6:25 AM

Yahoo and Samsung have opened a new paradigm to communicate between consumer and marketers and advertisers. It can provide various opportunities for consumer engagement. It refers to that consumers can react immediately when they are exposed to the advertising. Thus it can also achieve functions of personal selling and also direct marketing from the marketers’ point of view. This new paradigm helps to apply pull marketing for marketers. Indeed the pull marketing is a better method than push marketing I think, if there is B2C market. Because the target market is consumers, it would be effective to inspire consumers directly. However, pull marketing requires high budget, so that the small business entities would probably try push marketing more. Yet, Samsung and Yahoo roll out new concepts of smart TV. Thus it helps to both consumer and marketers to satisfy their need. Consumer can acquire the information they want in real time streaming and marketers can collect consumers’ reaction. However, there can be a security risk as well. It is real time interaction, so marketers need to prepare enough stocks and there needs to be proper ethical policies such as refund and delivery date. It can enhance relationship between consumers and the business but marketers have to keep in mind that if there is not proper preparation, the business will be negatively impacted..

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About Effective Marketing Communication

About Effective Marketing Communication | Intergrated Marketing Communications 2013 |
The marketing avenues open to small businesses are more abundant than ever, but the principles of effective marketing communications remain essentially unchanged. Whether you create an email ...
Johnny Price's insight:

In respect to small business operations, this article highlights 5 key points necessary for an effective and successful mix of marketing communications. The author's 5 points are as follows. First indicating the importance of knowing your customers and your target market and how to speak to them. Secondly the need to focus on the benefits, and to put your customer instead of your company first. Third is to be outstanding, not just providing good customer service but going above and beyond your competitors. Keeping it simple is fourth, suggesting not to complicate your message but keep it concise and direct, and finally, tracking your results.

Yg Kim's comment, May 9, 2013 2:20 AM
A good article that explains 5 key points for a effective marketing communication. The 5 key points are Know your customers, Focus on benefits, Be outstanding, Keep it simple, and Track your results.
Dorel Ferdis's comment, May 9, 2013 7:21 PM
I agree with Matthew's summary above, those 5 key points are very important in ensuring that you have an effective marketing communication programme.
Jana Jess's curator insight, May 6, 2014 7:33 AM

Its amazing how effective marketing communications are in Business

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Air NZ flying high in public's eyes - Business - NZ Herald News

Air NZ flying high in public's eyes - Business - NZ Herald News | Intergrated Marketing Communications 2013 |
National airline has been judged NZ's 'most attractive' employer.
Johnny Price's insight:

This NZ Herald article from 2012 illustrates the success Air New Zealand has had with successful implementations of Intergrated Marketing Communications, through effective brand management, customer engagement and producing a strong emotional response. Air NZ won the supreme award at the Randstad Awards, coming top in the catergories of strong management, interesting job content, pleasant working atmosphere and salary and benefits.

Yg Kim's comment, April 8, 2013 3:14 AM
A good example of a company that have succeed by implementing IMC through effective brand management, customer engagement and producing a strong emotional response
Dorel Ferdis's comment, April 8, 2013 11:54 PM
This article highlights the importance of engaging with both customers and employees. When customers fly with Air New Zealand they are treated as family and are well looked after this will make them want to fly more and tell their friends and family about their experience. Its employees see Air New Zealand as a great company to work at for the following reasons strong management, interesting job content, a pleasant working atmosphere, and salary and benefits. These key ingredients increase employee morale and happy employees are more likely to talk favourably about their employer. Air New Zealand’s 11,000 employees essentially act as brand ambassadors and actually could influence which airlines their friends and families choose to fly with adding value to Air New Zealand as a whole.
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Burberry's CEO on Turning an Aging British Icon into a Global Luxury Brand

Burberry's CEO on Turning an Aging British Icon into a Global Luxury Brand | Intergrated Marketing Communications 2013 |
Business management magazine, blogs, case studies, articles, books, and webinars from Harvard Business Review, addressing today's topics and challenges in business management.
Johnny Price's insight:

This article relates to the Intergrated Marketing Communications aspect of brand manangement and the general importance of a brand. Burberry has forever been associated with high-fashion and exclusivity, having been established in 1856 and with 192 stores worldwide it has a very strong base, however the fashion giant lost its focus on global expansion. Burberry's CEO Angela Ahrendts speaks of the admiration of the consistency that great brands hold, that depiste the location, the experience with the product will be the same. This was missing at Burberry and so she targeted this area, acknowleding the fact that for Burberry to be "a great, pure, global luxury brand, we have to have one global design director."


This article establishes a strong point on the management of branding, I like the way that despite the heritage Burberry has established, adopting a more focused approached to business has refocused the brand to what it was and has always strived to be

Yg Kim's comment, March 21, 2013 3:47 AM
Branding is one of the most important sectors that all companies must think about as this relates to how the consumers think about the brand. Also consistancy of barnding is important as one simple mistake can cause a great amount of money for companies.
Dorel Ferdis's comment, March 21, 2013 6:53 AM
I definitely agree with your perspective on ensuring that sometimes you need to refocus on the brand. It can be very easy to sit back and assume that because your brand has a strong base now that it will continue to remain that way. Brand managers should always be looking for ways to push the brand forwards and to grow it rather than to assume that it might look after itself. A stagnating brand can be dangerous to the profitability of a company.
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Starbucks' Logo Debate Shows Customers' Engagement

Starbucks' Logo Debate Shows Customers' Engagement | Intergrated Marketing Communications 2013 |
Last Wednesday, Starbucks unveiled a new logo, and the world has not been the same since.
Johnny Price's insight:

In 2011, for the fourth time in its history, Starbucks changed its logo. However, adopting a more simplist design by dropping the wording from the logo and focusing on the image on the mythical siren, questions were asked if  the logo will still be recogisable as Starbucks coffee. 


This was a big decision for Starbucks to decide on, and one that at the time had a degree of uncertainty regarding its success. Relative to Intergrated Marketing Communications this article and decision is interesting as it illustrates the faith Starbucks had it the recognisability of its brand. 

Matthias Röse's comment, August 1, 2013 7:57 PM
@Curtis Milner: Starbucks rose up to a brand with worldwide respect in a breathtaking way. Some discuss if removing the name from the logo is a wise thing to do. In my opinion the level of brand awareness, even among no-coffee-drinkers (like me) Starbucks is well known, allows them to take this step. In fact I agree with Curtis that the response in the social media and the appearance in the news create further brand awareness. On this way everyone get to know the new logo and connects it to Starbucks even though Starbucks itself didn’t spend a penny on advertising and introducing the new logo to the consumers. In fact Curtis already said it: They succeeded in creating brand awareness and engaged the consumer to discuss about the brand.
Josh Leuenberger's comment, August 1, 2013 9:13 PM
@Curtis Milner I agree and understand the statements that you are making with the changes Starbucks have made to their brand image and the media attention it is now receiving. Starbucks have always been determined to customer satisfaction and are using the logo change to become a more unique and diverse brand. By this they changed their logo slightly to gain consumers attention. But I feel that the media attention came more naturally from the media than Starbucks intention to gain media attention through the logo change. Therefore I do not think that they have done it deliberately to seek media attention but more to add a change to the look of the company as have many other chain cafes and fast food restaurants in the past few years. With the intention to become more professional in the eye of the consumer and to become more known for their food not just their coffee.
Abbey 's curator insight, March 17, 2014 4:48 PM

The reaction shown by the public shows how well Starbucks have built their brand and that even the slightest change can cause heated discussion among loyal Starbucks customers! I read an interesting response on this article saying it was a stunt pulled by Starbucks to create customer engagement, I agree with this to a certain extent. I think Starbucks initially just considered it was time for an improved logo, but also knew the change would be widely discussed by consumers.   To get people to talk about your brand is an effective and fast way to market yourselves, which is exactly what Starbucks has done with this logo change. 

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Nike, Snickers and Fosters have created powerful integrated campaigns – so what's their secret?

Nike, Snickers and Fosters have created powerful integrated campaigns – so what's their secret? | Intergrated Marketing Communications 2013 |
For an increasing number of campaigns, integration across a large number of media is essential. Tim Bourne, chief executive of Exposure, explains how it should be done
Johnny Price's insight:

This article provides a succesfull example of integrated marketing campaigns based on big ideas. These campaigns stick to the companies main ideologies and ethos with examples provided by Nike and Snickers. Nike with the 'Find your greatness campaign' was able to launch successfully over different mediums, with the key to such success the author states "Integration isnt about saying the same thing in different channels, but is about taking a unique aspect of the brand and tying it to a consumer insight that is powerful and engaging and which comes to life through different mediums."

Manasi Ambavane's comment, September 24, 2013 2:16 AM
Harshika, yes these three brands Nike, Snickers and Fosters are really outstanding when their campaigns are out. The best way to get audiences eyes towards your brand is to be innovative and creative in your ads so that their attention is easily grabbed. The important thing I also would agree with you is that sending same or one message through out all the ads to create great impact on the consumers. This kind of campaigning is really effective and also gets audiences attention towards the ad with this brand gets popular. Repeating the same message helps the brand message be inside the consumers mind for long time.
Daryl Peterson's comment, September 26, 2013 2:24 AM
Yes Harshika nike, snickers and fosters all have powerful campaigns due to this use of popular and commonly use media channels which help get their brand image across to relevant target markets. Using social and digital media effectively these brands have managed to create a strong brand image which always grabs consumers attention showing just how effective the campaigns are. But the main thing I see in the article is that they all use one message approach to promote their products. This helps consumers understand the brand alot easier and makes its alot easier to recall,
Nikhil Bhola's comment, September 24, 2014 8:35 PM
This article provides a succesfull example of integrated marketing campaigns based on big ideas. These campaigns stick to the companies main ideologies and ethos with examples provided by Nike and Snickers. this made me think about how we have been using social media channels, to communicate through twitter and just amazingly what we learnt in IMC can be implemented to the real world. IMC is also about about taking a unique aspect of the brand and tying it to a consumer insight that is powerful and engaging
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How McDonald’s Came Back Bigger Than Ever

How McDonald’s Came Back Bigger Than Ever | Intergrated Marketing Communications 2013 |
With new food, revamped décor and an embrace of mommy blogs, McDonald’s isn’t just trying to keep its customers. It’s trying to convince skeptics that they’re wrong.
Johnny Price's insight:

McDonald's Intergrated Marketing Communications is unparrelled in many apsects, with its figures eye-popping. A company which serves 28 million people every day, and has a advertising expenditure said to exceed $2 billion dollars, this article makes for an interesting IMC perspect of how they, despite frequent criticism, utilised effective brand management and intergration of the organisations resources to create a greater consumer engagement. Through effective IMC and the use of their budget allowed McDonalds to have come back stronger than ever before

Samirah Bhamji's curator insight, March 12, 2014 8:35 PM

This article shows how successful McD have been in marketing their brand. Even having a number of competitors they face everyday. They have used effective brand management and used the resources they have, to create a larger consumer base. McD have an increasing market share according to analysis, greater that four of their competitors combined. Their marketing budget have allowed McDonalds to have come back stronger than ever before. Still enabling them to provide cheap goods in great masses. This article represents a good example on how capitalism should work despite the criticism they get on a daily basis.

Cyndee Mudliar's curator insight, March 15, 2014 8:11 PM

McDonald’s is forever being criticized for the unhealthy offerings they deliver to the public. Yet with the help of some very effective integrated marketing communication tools, they are constantly succeeding in trying to turn that image around. McDonald’s pays to appear at the top of Twitter's trend list as they know the effectiveness of twitter marketing. They also used twitter hash tags to help their customers #meetthefarmers and understand where the meat found in their quarter pounders and McChicken burgers come from. McDonald’s also know the effectiveness of marketing using blogs in today's day and age. It only made sense that they start a blog targeted at mothers which focused on some of the nutritional benefits of certain value meals.


I think McDonald’s has done a great job at using modern day technologies such as twitter and blogs to better reach their intended target market. These tactics go hand in hand with complementing their current TV adverts and billboards. 

Nikhil Bhola's comment, September 24, 2014 8:45 PM
despite frequent criticism, utilised effective brand management and intergration of the organisations resources to create a greater consumer engagement.Mcdonalds using many channels of twitter, to advertising on other campaigns like fb, and making the company stand out by McDonald’s wasn’t about fast food, the commercials suggested, but real food, born of the earth." this plays with consumers mind, and wants them to think that, using new technologies blogs they are reaching out to consumers they are targeting in the market. as they do have a Large amount of marketing budget which is why it came back from negative to being relevant again.
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Retailers scramble to fight 'showrooming'

Retailers scramble to fight 'showrooming' | Intergrated Marketing Communications 2013 |
Amy Neiman usually ends up doing most of her holiday shopping online, not because she can't deal with the crowds, but because she typically finds better deals on the Web, not to mention free...
Johnny Price's insight:

This article refers to the changing face of consumer behaviour and the increasing issue of 'showrooming', whereby consumers enter a store find a product they like then purchase the item elsewhere for a generally a lesser price with an increased convinence. The article mentions the efforts retailers are making to fight the 'showrooming', with Target in particular putting QR codes on popular toys and shoes to persude the customers to buy right there in store. The articles highlights the significant changes retailers are facing due to the increased popularity and consumption of smartphones and similar technologies

Yg Kim's comment, April 8, 2013 3:23 AM
Consumers these days are looking for more convenience and cheap products. This article explains the change of consumer behaviour of purchasing and researching products online rather than going into a physical store and purchasing products. Also mentioning the efforts stores are making to fight this issue.
Dorel Ferdis's comment, April 8, 2013 10:17 AM
Consumers are always going to look for bargains, and with easier Internet access and literally thousands of deals online, free shipping etc. its no wonder why consumers are buying more online and less from stores. Marketers and retailers need to be more proactive in the ways they sell their products. They can convince customers to buy from them by matching deals online or even giving them a discount thus ensuring that the sale is completed in the store rather than that possible revenue going into another businesses pocket.
Abbey 's curator insight, April 7, 2014 8:55 PM

This article is discussing the popular trend of "showrooming" which is when customers go into stores to pick things out that they like, and then go home and purchase the product online, or even instore via their smartphones! I have never heard of the term "Showrooming" but I quite often go into clothing stores and try on outfits then go home and buy them online, either because I can find it cheaper online or for the convenience. 


Highlighted in this article is the efforts that retailers are going to try and minimize the number of people "showrooming" Companies such as target made a limited time offer where they would match the lowest price found online in store. 

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The Importance of Branding • Brand Management

The Importance of Branding • Brand Management | Intergrated Marketing Communications 2013 |
Johnny Price's insight:

Branding and brand management is a key element of Intergrated Marketing Communications. The benefits of developing and sustaining a positive brand image are highlighted in this article, including the creation of consumer preference for your product, the increase in market share and market value and the decrease of employee turnover. 


I believe this article is essential to IMC and the idea of organisation and in particular highlighting the importance of brand development, with a some very important benefits listed in this article.

Cyndee Mudliar's curator insight, March 9, 2014 8:41 PM

This article reinforces the importance of brand building and addresses some of the benefits if done correctly. It emphasises that companies can increase their market share  with the use of integrated marketing and also how brand building can help to reach out to new markets that were unreachable before. Brand building can also help maximize the total revenue for a company.  Another benefit of brand building is the fact that it makes it harder for a competitor to enter the market as a existing brand would have built a strong relationship with the current market hence why it'll be difficult for that market to trust a new upcoming brand. Successful brand building will also help to differentiated the company image. Positive emotional attributes can be linked to the company which as a result can further enhance the overall brand. 


I found this article to be very insightful on why branding is of great importance in today's day and age and also all of the benefits that come along with it. 

Morgan Fletcher's curator insight, March 25, 2014 6:20 PM

Having a brand is so important, especially for the consumers as they can use the brand to distinguish between other products. This can create a loyalty for the brand. This can also bring a competitive advantage over other brands. 

Nikhil Bhola's comment, September 24, 2014 8:19 PM
this article explains the fundamentals of branding, it shows step by step what are the areas that need to be worked on or what can be beneficial for businesses. a step by step process is shown. this is infact important as consumers tend to compare between different brands and their offerings, this can be a competitive advantage for the companies if they work on branding their brand and products.